The influencer market is a big one and is filled with individuals who can turn your brand into gold dust in a short space of time, but understanding the different types of influencers is an entirely separate issue. In the influencer game, we have both macro and micro influencers and understanding their different uses and above all influence comparatively is something that needs to be looked at closely.
So just what is what?
Macro Influencers; these are individuals who have amassed a following of over 1 million and are often considered as celebrities in their various fields of work.
Micro-Influencers: accounts that focus on a particular niche with a following of 2k to 100, 000, with 500-5,000 highly engaged followers.
Ultimately, for every brand their goal is to grow their consumer audience and create engagement across social media channels. However, understanding the influencer market is crucial to get the best out of your brand, which is why we want to put heavy emphasis on why you should be investing in micro, rather than macro.
Micro influencers often have a more personal connection with their followers and their audience will be more targeted depending on their niche. Whereas macro-influencers will have a wider span of different followers, making it harder to encapsulate a solid following from them. These stats speak for themselves:
- 82% of consumers are ‘highly likely’ to follow a recommendation from a micro-influencer (Expertcity).
- Micro influencers have 22% more buying conversion than an average consumer (Expertcity).
- 94% of consumers believe micro influencers are highly knowledgeable (Contevo).
However, a word from the wise. If you’re going to choose to go down the micro-influencer route then you should allow the influencer in question to use their tone of voice when speaking about your brand. In the spirit of being authentic, if influencers are suddenly using all your brand jargon and buzzwords in their posts, the post will suddenly have lost its appeal because the user will feel they are being duped into buying a product. Kristy Sammis, founder of award winning influencer marketing agency, CLEVER said ‘As soon as you try to interrupt their (the influencer’s) voice and shove your corporate words into their mouths, there is no purpose in working with them.’
Also, it is worth taking into consideration that whilst micro-influencers are not deemed as celebrities they can still charge a lot for their services, especially those who have turned social media ‘insta-posts’ and blogging into their main source of income.
Influence.co, looked at micro-influencers with 2,000 to 100,000 followers and came back with these money charging stats:
- Micro-influencers can charge between £100 to just under £200’s per post.
- If they go past 100k followers they can charge brands up to nearly £300 per post.
- Those with over a million followers can charge brands upwards of £1,000 per post.
So how do you utilize micro-influencers to gain more customers?
Use campaign-specific hashtags
This is one of the best ways to raise brand awareness and drive sales. Those with a small following (less than 10k) of loyal followers can really stimulate high engagement. If you do a brand hashtag campaign it will act as a catalyst for branded traffic and will increase your customer growth substantially.
Create sponsored posts
People trust influencers and their opinions, so by sending a micro-influencer on a free trip or offering them to trial one of your products in return for a review, will garner conversions from their following. By using the influencers to create sponsored posts for your brand, you will see an increase in traffic to your brand (hopefully for all the right reasons!)
Allow micro-influencers to be the story teller of your brand
It offers a brand narration that you wouldn’t have had without the influencer. Rather than said influencer saying ‘Patagonia is great!’ they are engaging followers by telling them a story of just why it’s an investment and needed in their lives. For example, an influencer may say instead:
Just had the best day surfing waves down on the beautiful beaches of Goa, India- now wrapped up and toasty in my go-to @patagonia fleece. Simple pleasures I couldn’t live without- the ultimate travel buddy. #patagonia #travelbuddy #happy
Micro-influencers have a lot of sway and can send traffic to your page that you wouldn’t perhaps have without them. The key is being smart with who you reach out to and not assuming that the more followers they have, will immediately mean a higher conversion rate for you. Think of fun and exciting ways they can incorporate your brand into their daily lives and see your audience increase.
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